The study covered 14 markets in total — 12 in Asia-Pacific, the US and the UK.
Aimed at helping marketers to compare the value of advertising in the region, the research found that $1,000 will buy a brand 172 taxi ads in China, five bus shelters for a one-month duration in Hong Kong, more than two million prime-time TV viewers in India, 233 cinema spots in the Philippines, and 4.5 million newspaper readers in Thailand.
Ashutosh Srivastava, MindShare’s Asia-Pacific CEO, noted that one of the key findings from the survey showed that India offers more media channels than China when considering the benchmarked $1,000. “Media inventory prices in India are largely governed by supply and demand and are therefore subject to market forces; while in China, the media is very much Government controlled, so inflation is higher,” he said.
“The second reason is that the China market has much more depth and breadth in terms of numbers of advertisers and brands.”
